A good design for a mascot in an institution, community, or specific event will increase the mascot and the institute's sense of belonging. In order for the mascot design to match the community's tastes, the appropriate formulation is required during the process of producing this mascot figure. As a result, it is vital to have a strategy that enables achieving this goal to be more manageable, which can be employed in creating different mascot designs. This research intends to build a formula based on design thinking to capture the target market's tastes, through a poll based on fundamental design elements and principles, in a case study of making the “We Love Design” event mascot from Bina Nusantara University. 2 polls with 724 & 1,018 respondents was employed as the approach. The process used to create this mascot character design is expected to be used in other character designs, including mascots and character licenses to make it sustainable.